The target Everpix customer, from what I could tell, was everyone, which is a fantastic aspiration for the team and a wonderful story for investors, but it presents a formidable challenge for a new business trying to crawl its way into the consciousness of consumers.

When you have a product for everyone, the old saw goes, you really have a product for no one.

Khoi is right: startups fail when they try to appeal to everyone. Great bootstrapped companies work with they target a particular niche, which gives you a small user base to reach. Dropbox did it at first, and Everpix missed the boat. They built an amazing tech and didn’t know who it was for.